Singular is now an AWS for Advertising & Marketing official featured partner

We’re happy to report that Singular is now an official featured partner in Amazon’s AWS Partners for Ad Platforms program. The goal: helping customers handle unprecedented data loads effectively and efficiently, while maintaining complete protection of consumer data. And, of course, make data integrations and availability as simple and painless as possible.

That is something Singular has a huge amount of experience in, and it’s critical for customers who need global scale.

As Amazon puts it:

“For customers looking to accelerate time to market, the AWS Partner Network (APN) has partner offerings for running ultra-low latency workloads operating at millions of requests per second.”

AWS helps brands, media publishers, agencies, and technology companies to more easily connect with partners and accelerate time to market across their key solution areas. AWS for Advertising & Marketing includes new functionality for data clean rooms with new privacy-enhancing features which will be available in preview shortly, as well as privacy-safe identify resolution features that will help customers match records they might have from different channels.

The goal: making it simple for brands to access the best technology for marketing and advertising success.

“Customers in the advertising and marketing industry have been seeking new ways to interoperate with their partners while protecting consumer data and reducing heavy lifting from their engineering teams,” said Tim Barnes, director of solutions for advertising & marketing technology at AWS. “With the launch of AWS Clean Rooms and AWS for Advertising & Marketing, AWS customers now have a broad set of solutions that make it easier for them to securely collaborate together, operate cost effectively at petabyte scale and millisecond latency, and innovate more quickly in areas like advertising measurement and customer experience.”

The five core areas within AWS for Advertising & Marketing are:

  1. Audience & customer data management
  2. Privacy-enhanced data collection
  3. Ad intelligence & measurement
  4. Ad platforms
  5. Digital experience management

At Singular, we’re happy to offer our industry-leading marketing measurement wherever customers need it. AWS is a huge component in making our solution globally available and scalable.

Contact us for any questions: partners@singular.net 

Find more information on the program in Amazon’s announcement.

Singular expands in LATAM: Opportunity meets necessity

https://www.youtube.com/watch?v=NJX4x0-bE18https://www.youtube.com/watch?v=x2mUJFD2xyY

One of the most dynamic and rapidly growing regions in the world right now is LATAM. There is a huge amount of innovation happening in Brazil, Mexico, Argentina, Columbia, Peru, and all of the other countries of the region. We’re seeing growth rates in excess of 30% in sectors like e-commerce in key countries, and we’re also seeing brands and marketers in the region reach out to Singular for our solutions. 

As a result, we’re super happy to announce in response that Singular is expanding to LATAM. We want to serve existing LATAM clients better, and grow with new clients.

LATAM is an amazing region. Just like the rest of the world, it’s been hit with COVID, and just like the rest of the world, the pandemic has spurred huge change and expansion in mobile markets.

Fintech, gaming, and retail are just a few of the categories booming in mobile right now in LATAM, which was already one of the fastest-growing regions for mobile apps on the planet.

 

 

Meet the Singular LATAM team

With that growth and an increasing customer base there, we’re seeing the need for local boots-on-the-ground for sales and support. So we’re happy to unveil our LATAM team.

Bernardo Valenzuela headshot

Bernardo Valenzuela As Head of Sales for LATAM with Singular, I help the most innovative companies across all verticals in one of the fastest-growing regions in the world with technology they can trust and rely on to make the most out of their marketing efforts and have a true impact in their top/bottom line revenue streams and ROI.

Abril Headshot
Abril Bautista
Expert in the mobile ecosystem, with a focus on attribution, retention, campaign optimization & ad fraud. I am passionate about helping marketing experts achieve their growth goals. I have been doing it for the most part of a decade across the EMEA, US & LATAM market. I thrive on supporting companies of all sizes and verticals to use their data to its benefit & their final client.
Giovanna Montoro headshot
Giovanna Montoro
Building genuine connections is my true passion and I have been doing this for over 10 years in the AdTech and MarTech industries both in APAC and Latam. As a head of Sales Brazil at Singular I’m helping clients discover the true potential of their marketing operations.
Naomi Zheng headshot

Naomi Zheng

My main responsibility as Senior Customer Success Manager is to ensure that clients are continuing to receive value from Singular. With over 5 years of experience in customer success, I’m an expert at championing my clients’ voices at the decision making table. 

Victor Savath headshot

Victor Savath

As the VP of Solutions Consulting, I thrive on diving deep into the marketing ecosystem’s ever-evolving challenges and providing our partners with innovative solutions to navigate the landscape.  As a first step, I’d love to learn more about you and your team.

We’re extremely grateful to have such a great LATAM team, and look forward to working with them and learning from them.

What Singular can offer in LATAM

Marketers know that rapid growth needs deep insight to optimize investments. We think Singular provides that better than any other mobile attribution player in the market. Marketers also need to scale efficiently, they need cross-device intelligence, and they need data piped directly to their preferred data warehouses via ETL or API. 

Again, those are things that we do with great customers in LATAM and around the world.

Fraud is a big deal everywhere. Marketers need world-class fraud prevention that’s embedded within the core attribution product. Singular’s Fraud Prevention Suite blocks more fraud than any other mobile measurement partner … and does it in ways that you manage and control.

Perhaps just as importantly, world-class marketers at top growing companies also need what Singular does best: combining attribution and analytics for a complete view of marketing campaigns and advertising impact: the inputs and the outputs. (Ask your representative for an overview of what that looks like and what it enables!) And guess what: it doesn’t hurt at all to have creative reporting embedded within your solution, the first and best SKAdNetwork solution for iOS devices.

Plus, pricing that grows only as you grow is how we partner with you. We only succeed when you win.

We deeply, deeply mean that. We work with all of our customers as partners. Each customer gets a client success manager who accesses resources all over the company to get their clients what they need. (And yes, this includes pinging me, or our CEO!) We also offer quarterly business reviews so we can be completely in touch with your needs, transparent about what we’re doing, and working together for your success.

Singular helps clients like Spacesheep and Treinta, Twitter, Microsoft, LinkedIn, Rovio, EA, Airbnb, and many, many more achieve local and global success. We’re looking forward to working with many more great people and companies in LATAM in the near future.

Oh, that’s not just Zoom or email, by the way.

We’re available on Slack, Skype … basically any channel that you need.

Please take some time to watch the introductory video in your language. We’d love to say hi, hear from you, and learn more about your growth strategies, challenges, and solutions. And we’d love to be able to share how we can partner with you to drive your success.

Feel free to get in touch with us at any time: latam@singular.net.

Singular joins TikTok For Business Marketing Partner Program

Singular is pleased to announce that it has been named an official marketing partner in the TikTok For Business Marketing Partner Program, which helps connect advertisers with trusted technology providers who can help them find scaled success on TikTok.

Singular leads the marketing analytics industry in providing unified marketing data, attribution and analytics for fast-growing mobile-focused brands, and TikTok is the leading destination for short-form mobile video and the fastest growing channel for brands to connect with their customers.

Thanks to this new certification, marketers can be certain that Singular can accurately and completely measure, manage, and optimize their TikTok advertising campaigns.

Singular has been tracking the growth of TikTok for years, including the massive jump in TikTok ad spending by Singular customers in 2019 plus continued fast growth in 2020. The huge success of TikTok in creating a new place for visual storytelling offers equally huge opportunities for brands to reach out to consumers. The TikTok Marketing Partner Program ensures that they can do so in a privacy-safe and manageable way.

“Singular delivers insight that optimizes billions of dollars of marketing spend and TikTok has clearly emerged as the biggest disrupter of 2020 and rising to the Top 5 best performing media channels” says Singular COO Susan Kuo. “We’re incredibly pleased to become part of the TIkTok Marketing Partner Program and look forward to working with their team to expand our partnership and provide marketers with advanced measurement capabilities”

Scaling effectively is often a challenge for marketers.

That’s why TikTok created the Marketing Partner Program. It connects advertisers with trusted technology providers like Singular who can help them find scaled success on TikTok. Singular has a proven track record of helping advertisers create, target, and measure ad campaigns on TikTok, and we’re doubling down on enabling even better opportunities for our customers in the future.

Accurate measurement matters. So does privacy.

Doing both is critical to marketing success. Singular’s inclusion in this program is an indicator that TikTok sees Singular as a trusted partner, and we’re looking forward to providing additional services and support for advertisers who want to tell their stories on the TikTok platform.

 

SKAdNetwork, Facebook, and Singular: How we’re supporting iOS attribution via Facebook

Today we’re announcing more details around how Singular will measure and attribute iOS 14 app installs via Facebook.

There has been a tremendous amount of change in iOS attribution and post-install engagement measurement for mobile app publishers and marketers. The good news is that deterministic attribution will still be possible. Mobile performance marketing and mobile user acquisition is not going anywhere. And we’re happy to see that Facebook is taking a leadership role in ensuring that mobile ad performance will be impacted as little as possible.

There’s a lot to share here, but in brief:

  • Facebook is working hard to support SKAdNetwork and iOS 14
  • Advertisers can use the Singular SDK to manage conversion goals and methodologies and maintain full compatibility with Facebook; they do not need to add the Facebook SDK
  • Facebook strongly recommends advertisers use an MMP for SKAdNetwork attribution management to ensure conversion methodology consistency across partners
  • Singular is working closely with Facebook to ensure complete integration and interoperability
  • Together, we’ve built a framework that will allow advertisers to measure app installs and post-install events uniformly across mobile platforms
  • Singular has tested our SKAdNetwork infrastructure with Facebook and will continue to work with Facebook toward full readiness

Where Facebook and Singular are now

Facebook and Singular have been working closely together to solve attribution and conversion management on iOS 14. Facebook released initial guidance on October 29, and Singular was the first mobile measurement partner to announce support for SKAdNetwork.

Facebook now supports Singular’s SKAdNetwork solution, allowing for advertisers to continue to use the Singular SDK to measure and optimize towards your Facebook campaigns with SKAdNetwork. One such piece to the integration allows Facebook to retrieve your configured Singular conversion model into your Facebook Ads account, highlighting the critical role MMPs play in SKAdNetwork.

There is more work to be done. As Facebook says, while much has been accomplished, this is still a work in progress. It will be completed very soon, and both Facebook and we anticipate being ready by the time that Apple fully implements iOS 14’s new attribution policies.

SKAdNetwork and MMPs

There’s been a lot of talk about the role of mobile measurement partners in an SKAdNetwork world.

We’ve been very clear that Singular’s iOS 14 attribution solution makes SKAdNetwork simple and scalable, providing superior analytics, centralized data, customized conversions, and full privacy compliance. Importantly, Singular will also protect advertisers against new sources of fraud that SKAdNetwork is particularly vulnerable to.

What we’re hearing from Facebook is that aligning iOS 14 measurement and analytics via an MMP is Facebook’s preferred model and the best option for advertisers. Platforms that implement SKAdNetwork but do not integrate with MMPs are putting advertisers at risk of incompatible data, disrupted cross-platform measurement, and conversion methodology collisions.

That’s critically important for Singular to solve for our customers.

Equally as important, we need to note that Singular isn’t just your best option for mobile attribution. Thanks to our long history in cost aggregation and unification of marketing analytics, we collect and combine both your campaign data and your attribution data, enabling much more accurate ROAS and cohort reporting and much richer, more granular, and reliable measurement. That holistic and integrated approach guarantees you get the smartest insights for growth and the most accurate data, and enables creative optimization and more despite iOS 14 and SKAdNetwork’s limitations.

Standardization across ad partners

It’s clear that Facebook considers SKAdNetwork incredibly important and something that the entire industry needs to adopt so that mobile app publishers can use common conversion models and methodologies across all of their ad partners. Uniformity of measurement methodology using SKAdNetwork conversion goals will enable publishers to use either Facebook’s SDK or Singular’s SDK for marketing optimization and measurement.

In addition, when you’re standardizing conversion models, it’s simpler to compare and contrast performance and goal achievement.

Singular reporting for Facebook SKAdNetwork attributions

While Facebook is a major platform for mobile user acquisition professionals, Facebook understands that advertisers with scale will be using multiple partners. As such, iOS 14 attributions credited to Facebook will be visible, just like today, in Singular’s dashboards and dataflows alongside all your other data.

Where we go from here

As I’ve already mentioned, there is still some work to be done. I think it’s safe to say we’re basically ready, and Facebook is very close, although more testing is ongoing. While Singular has announced many initial partners for our iOS 14 SKAdNetwork solution, Singular SKAN, and now we’re able to announce what we’ve been working on with Facebook, the full integration is not completely ready for prime time just yet.

There are incredible opportunities to innovate on this foundation, including some incredible new tools Singular is working on for predictive LTV.

Singular clients should talk to their customer success contacts about testing options and next steps.

If you’re not already a Singular client, get in touch with us now to get an SKAdNetwork walk through, demo, and access to testing code and our SDK.

Marketers and ad partners: what to expect in early 2021
We expect Apple to switch SKAdNetwork completely on fairly soon in the year. In fact, we wouldn’t be surprised if it happens in January. We’re working hard — and so is Facebook — to ensure that advertisers don’t see disruptions in the campaigns, and that their campaigns are as successful as possible.

There are now even more partners integrated with Singular’s SKAdNetwork solution, including:

  • Facebook
  • Twitter
  • Snap
  • TikTok
  • ironSource
  • Liftoff
  • Tapjoy
  • Vungle
  • And … many more

Look for additional information on this blog or from your customer success team over the next few months.

Singular announces initial partners for iOS 14 SKAdNetwork marketing measurement

As most mobile marketers know, Apple’s new mobile operating system has strict new privacy rules. And that’s a game-changer, literally, for mobile marketers. Starting in 2021 the IDFA will be opt-in in iOS 14, advertisers can’t count on getting granular per-device marketing measurement.

Singular SKAN, which we announced more than two months ago, allows marketers to integrate privacy-safe iOS 14 marketing measurement into their overall marketing reporting. It also provides a reference implementation plan for how to handle all the intricacies of Apple’s SKAdNetwork framework across the industry.

Today we’re happy to report the initial list of ad partners working to integrate with Singular SKAN. (And many more big names are coming soon!)

What this announcement means for marketers

Advertisers need to be able to run campaigns with the peace of mind that third-party measurement brings, knowing they’ll get reliable, accurate data that will help them grow their businesses. Singular is the first mobile measurement partner (MMP) to launch an SKAdNetwork measurement solution with broad industry support. That means that Singular clients can start performing parallel tests of SKAdNetwork campaigns side-by-side with IDFA-based measurement when possible, which is critical to ensure a smooth transition during this massive change.

And they’re able to do so knowing that the aggregated data they’ll get is completely privacy-safe.

The reality is that most marketers strongly support consumer privacy. We hear that from our customers every day. The competing imperative, of course, is that they also need to measure advertising impact.

Singular SKAN enables both.

And, it integrates smoothly into marketers’ existing reporting structures while also adding critical functionality for high-volume advertisers.

Singular SKAN’s privacy-safe marketing attribution technology:

  • Unifies privacy-safe measurement data for advertisers by aggregating all SKAdNetwork postbacks
  • Translates the marketing campaign IDs that ad networks use into human-readable names and makes the resulting data reportable
  • Communicates conversion value meanings from marketers to ad networks so they can optimize campaigns
  • And much more …

Ultimately, what Singular SKAN achieves is that as IDFA becomes opt-in (and likely scarce) marketers will still be able to seamlessly attribute anonymous mobile app installs and — crucially — optimize future marketing spend.

Secure-SKAN means fraud-free SKAdNetwork attribution

Singular was the first MMP to pioneer the use of HTTP 307 redirects as part of its solution for achieving a secure SKAdNetwork setup. This addresses two critical gaps that exist in the current implementation of SKAdNetwork: both the post-install conversion value and the IP address could potentially be manipulated by a fraudulent party.

HTTP 307 redirects allow ad network partners to instantly and securely re-transmit SKAdNetwork data from Apple to Singular, where we can validate, store, monitor, and manage data from all ad partners for each of our customers. We’re happy to see multiple partners working towards supporting Secure-SKAN to establish better trust in SKAdNetwork data and minimize fraud in the mobile advertising ecosystem.

And, as always, we’ll continue to push the boundaries of the fight against fraud.

What this means for ad partners

Marketers need certainty about compliance with new iOS 14 privacy rules and robust, unified marketing measurement of their campaigns. To get both, they need ad networks to support SKAdNetwork and industry initiatives like Singular SKAN.

Ad networks and media partners that support SKAdNetwork and Singular SKAN are showing that they support privacy-safe mobile attribution, plus that they’re willing to provide marketers with the aggregated, non-personal data they need to accurately measure marketing results and intelligently optimize them over time.

(Note: If you’re not yet working with us on Singular SKAN, here’s how to get started.)

The time is now: don’t wait

Apple’s recent delay of a full roll-out of iOS 14’s IDFA changes means you have a very precious few months to compare campaigns.

You’ll still be able to run traditional IDFA-based app install campaigns. You’ll also be able to run SKAdNetwork-based campaigns. These next months are a critical time when you can compare the results from each and start fine-tuning your SKAdNetwork-based campaigns. Ideally, you want to optimize them to at least the level of efficiency you currently have in IDFA-based mobile measurement … and perhaps even more.

Hence the rush.

Once the ball drops and SKAdNetwork is your only option, you won’t be able to compare and contrast, and you won’t know if a drop in performance is related to a campaign change, creative change, measurement change, data change, App Store or ad network change, or random drift and variation. Now is the time to figure it out.

In addition, you don’t want to be up the creek without a paddle when Apple completes full implementation. You want to be locked and loaded, ready to go, and fully compliant. That will ensure you don’t experience growth blockers … or run into trouble with App Store guidelines.

The good news: it’s easy to get ready

The good news is that Singular has completed almost all the hard work for marketers, providing the easiest and most powerful method for mobile marketers to implement SKAdNetwork and become iOS 14 compliant. With this announcement, we’ve passed another significant milestone: providing the ecosystem with the support required to start testing with live campaigns.

Because Singular was the first mobile measurement partner to implement Apple’s SKAdNetwork, we’ve had time to build powerful functionality that ensures you can optimize for growth while still respecting privacy. Singular SKAN includes:

  • Clear role definitions for mobile marketing parties
  • Unification of app SKAdNetwork postbacks
  • Mapping of SKAdNetwork campaign IDs to human-readable formats
  • Multiple real-time configurable post-install conversion models
  • Validation of post-install conversions
  • Clean technical separation from classical mobile attribution, ensuring full privacy compliance
  • Full reporting integration, ensuring simple analysis and optimization

For more information on what Singular SKAN includes and how it works, see these resources featuring Singular CTO Eran Friedman:

SKAN: A practical standard for the implementation of SKAdNetwork

User acquisition in iOS14 with SKAN, Singular’s open source framework for SKAdNetwork

Also, we’d be more than happy to walk you through Singular’s SKAdNetwork implementation

List of supporting partners

Media partners collaborating with Singular to release joint support for SKAdNetwork, which ensure that mobile marketers can accurately and simply measure all their advertising activities, include:

  • Aarki
  • AdColony
  • Adikteev
  • AppLovin
  • CrossInstall
  • Facebook
  • Fyber
  • ironSource
  • Jampp
  • Lifestreet
  • Liftoff
  • MOLOCO
  • Remerge
  • Smadex
  • Snapchat
  • Tapjoy
  • TikTok
  • Twitter
  • Vungle

Many other big names are coming, stay tuned for more updates to the list!

And to learn more about Singular’s SKAdNetwork support and how we can help your team achieve marketing success in a post-IDFA world, talk to one of our experts!